Exam 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)  -(Scenario 14-3)Two young women decided to open a comedy club,and they chose YouTube as their main outlet for advertising.They put together a five minute clip of an improvisation routine and posted it on the site.Soon they noticed that the total number of views for the video had skyrocketed to 25,000.They found that the video was being sent all over the country via email and Facebook messages.This short video is now a form of ___________.

Common use of social networking brings disclosure issues to different audiences,and consumers should be aware of some vulnerabilities,like loss of information control and digital vigilance.

An organization needs to reach out to a specific target audience,and has decided that it wants to use social media advertising to do so.It wants to buy specific keywords to accurately target the audience who would want to see these ads.The aim is to get a high effective exposure rate and engagement rate without invading consumer privacy.Which of the following advertising revenue models would best suit the organizations' needs? 

__________ is two-way communication that can feed off one another,and is an advantage for social media.

In the context of social media advertising,earned media are advertisements that can be purchased on a social network or other digital platforms.

A ________ is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser. 

Some brands or ad agencies have set up a "social media war room" to post and monitor comments related to the brand or campaign.

A car manufacturer decides to promote the sales of his product by offering discounts online via an email campaign.Consumers simply have to click on a link in the email,and they will be able to avail the offer.The advantage of using this technique is that it not only increases brand awareness for the company,but also: 

Explain the role of online privacy in social media advertising.What are cyber-identity theft and online resistance? How can they affect social media advertising? List out the ways in which individuals can protect themselves.What is the consequence of blocking websites that track your digital footprint?

The Lego Star Wars is a video game that features Lego toys based on the Star Wars theme.Players need to play as one of the toy characters to defeat enemies,and complete the game chapter by chapter.This game is a(n)_________ advergame based on Lego's toys.

On a cost-per-thousand (CPM)basis,the process of running digital ads: 

Scenario 14-4 Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.  -(Scenario 14-4)The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media.They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques,and add their own suggestions.Generating this type of social interaction around Optima products will involve creating: 

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines,action gaming,and extreme sports to: 

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)  -(Scenario 14-3)A new business owner is looking into various forms of advertising.Of all the different forms,he seems to be most interested in advertising through interactive media.This may be because: 

An Internet user goes to a large portal,and types in a few key words.He receives a list of websites that might be of interest.Most often,the higher a site appears on the list,the more likely the user will visit that website.Therefore,advertisers want their websites to appear first.Which of the following concepts is described in this scenario? 

Which of the following is true of a blog? 

Which digital advertising tools can an advertiser use to make his home page as popular as possible?

A customer searches for laptop brands online,and finds other advertisements from well-known laptop brands quoting the prices of their products.This is an example of cost-per-click.

__________ is an advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information.

One advantage for advertisers using digital media is that: